In 2008, The McCready Foundation (which owns and manages McCready Hospital and Tawes Nursing Home) asked that we help brand their new assisted living facility – which did not even have a name yet. Our creative team loves nothing more than a clean slate, and Chesapeake Cove Assisted Living by the Bay was born, with a launch that included a pre-opening tour for legislators and VIPs; a new website, television commercial and print ads; a buying strategy that focused on both “from heres and come heres” and a dedication event. Fast-forward three years and McCready was ready for a broader based branding initiative – a project we are excited to launch in 2015. Stay tuned.